The digital marketing world is in a constant state of evolution.
New platforms and features are constantly launching in the market. Consumer behaviours change, then change again. Companies switch up the game and, with it, shift the entire landscape of marketing. There’s always a different strategy to take, a local SEO algorithm update to adapt to, new web design trends to adopt, and new channels to explore.
If your business doesn’t keep up, you risk getting left behind — and losing out to your competition. That’s why you NEED to pay attention to digital marketing trends if you want to stay relevant with customers and grow your business in the long run. The top digital marketing agency in Melbourne has suggested the following six trends that are game-changer.
As another year rolls past, it’s time to put the pandemic behind us and start planning for the new calendar year. But with so many updates, how do you know which ones to use in your digital marketing campaigns?
That’s exactly what we’re going to help you figure out in this post. From social media marketing to natural language processing, we’ve rounded up 6 top digital marketing trends that need to be on your radar in 2022, as well as practical tips to implement them into your game plan.
#1: The rise of AI and its impacts on digital marketing
AI has been coming up on digital marketing trends lists for some time. Now, we’re finally seeing the technology reach maturity. More companies are embracing artificial intelligence and machine learning to first collect and analyse data, then apply these insights and learnings to improve their digital marketing strategies.
Take, for example, one of the most progressive web apps: Amazon.
Amazon uses AI to only show products that it KNOWS a shopper is interested in. Using historical data, such as previous searches, purchases, and items viewed, Amazon creates a hyper-targeted experience for its customers, which in turn improves the likelihood of them making a purchase on their website.
But make no mistake: AI isn’t just for companies like Amazon. Even if you’re not proactively implementing this technology, chances are you’re still using it as part of your digital marketing strategy.
Platforms have been including more and more machine learning options as part of their offering, from Smart Bidding on Google Ads to Facebook IQ for Facebook advertisers and chatbots for CRM. These are all practical opportunities to use AI to reach audiences more effectively and convert them into customers.
#2: Increased use of chatbots and voice assistants
Voice technology is another one of the biggest digital marketing trends for 2022. Chatbots and voice assistants are becoming more popular amongst Australian consumers and businesses:
42% of Australians currently use a smart speaker equipped with Apple’s Siri or Google Assistant, and nearly one in two has used these voice assistants to interact with a brand, product or service.
Industry experts believe that these conversational marketing technologies will only become more embedded in consumer behaviour in the future, with voice-based shopping projected to be a $40 billion channel by 2022. On top of those digital marketing stats, the share of consumers shopping via voice assistants is also expected to reach 18% next year, and voice-based ad revenues are expected to reach $19 billion.
#3: From mobile to mobile-first
Ten years ago, mobile was an afterthought that many companies would tack on after developing websites, campaigns, and content for desktop devices. Today, the script has been flipped — and mobile-first digital marketing needs to be at the top of every company’s game plan.
The latest digital marketing trends from Pew Research Center found that almost three in ten U.S. adults say they’re “almost constantly” online.
Add this to the fact that mobile devices account for 45.2% of all internet traffic in Australia, and it’s pretty clear that mobile marketing is quickly becoming the normal way we browse the web.
In 2022, no brand can afford to let mobile slip to the wayside. Mobile-friendly website design and fast site speeds are non-negotiable for any and every business, from plumbing to consulting and eCommerce.
On top of having the basics ticked off, there are two other considerations that should be part of your website and mobile app strategy in the New Year.
#4: More alternatives to third-party cookies
All around the world, people are calling for greater privacy features. Consumers want more control over who has their data and how it’s being used — and the tech giants are listening.
Earlier this year, Apple’s iOS 14 update completely changed app tracking by giving users the ability to opt out of in-app targeting or tracking. Google has also followed suit with plans to phase out support for third-party cookies across Google Chrome by 2023.
Here’s where the challenge comes in. Third-party cookies are essential to a ton of targeting-based digital marketing strategies, from personalised ads on search engines to retargeting. This means that businesses need to find alternative solutions in response to these digital marketing trends if they want to gather and use data to reach customers in the future.
#5: Short-form video content dominates
Short-form video content has truly taken off with the rise of multiple platforms like TikTok, YouTube and Instagram Reels. According to the latest industry news, TikTok now has over one billion active global users who spend an average of almost 1 hour (52 minutes) every day browsing through videos.
They’re not just window shopping either. 84% of shoppers purchased a product or service based on the brand’s video. These digital marketing trends are only going to grow in 2022 as social commerce continues to grow in popularity.
Short-form content is an extremely effective way for digital marketers to reach more people online, get them to engage with content, and convince them to buy products or services. And 2022 is, without a doubt, the year to start creating more short-form content as part of your overall digital marketing and video SEO strategy.
#6: Virtual and hybrid events are here to stay
COVID-19 forced companies to cancel in-person events and adapt with virtual alternatives. From Apple to Tomorrowland Around The World, brands had to get creative in how they connected with audiences in lockdown.
Even as countries open up and live gatherings return, consumers have gotten a taste of the convenience and immediacy of virtual events — and they’re happy to embrace this approach in the future. It’s no surprise that brands are following suit with 97% of event marketers saying they expect to see more hybrid events.
What do these digital marketing trends mean?
In a nutshell, the events of 2022 and beyond will largely be a hybrid affair. Marketers will need to cater both to people who want to gather and interact in person, as well as those who prefer to participate from the comfort of their own home. While it may seem like more work, hybrid events also present a HUGE benefit: they allow businesses to reach an even larger audience without limitations in venue capacity, manpower or ticket sales.
Get your business ready for 2022
If you want to stay relevant in 2022, you have to be on top of the hottest digital marketing trends and embrace digital transformation. And, more importantly, you need to understand how to leverage these digital marketing trends to grow your business.
We’re here to help.